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A simple shift of focus, from making money to delivering value, completely disrupts your market and massively improves your sales and your profits. Best-selling author (really, he’s sold over 1 million books), Bob Burg discusses how being a Go Giver interrupts the sales process and creates competitive value well beyond price.

Bob Burg

Bob Burg

Coauthor of “The Go-Giver” | Keynote Speaker

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Music: The Lachy Doley Group, Gonna Make it Up
from the album Conviction | Used with permission
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View Show Transcript

Why Being a Go Giver Disrupts Sales and Your Competition, Fast

Bob Burg

Mark S A Smith: I met our guest, Bob Burg, for the first time in 1990 at a National Speakers’ Association convention, where he conducted a breakout session that blew my mind. I had never seen someone deliver a high-content speech without notes, without a PowerPoint deck, without some kind of a prompter. I wanted to be like that guy. So Bob’s powerful idea was shifting your focus from getting, to giving; that is creating value for others. It’s the simplest, most fulfilling and most effective path to success in business and in life and why I’ve invited him to be a guest on the Selling Disruption Show.

His book, “The Go-Giver,” has sold more than 500,000 copies so far, has been translated into 21 different languages and he’s written a number of other books selling more than a million copies across all of those. Through the years, Bob’s influenced my view of selling, contributed ideas to my books and been a great inspiration. Thank you Bob for joining me and for being my hero.

Bob Burg: Well, Mark, my absolute pleasure. Thank you for those very kind words. I’m a huge fan of yours as well as you know and as I’ve told you and I love following your wisdom, reading your articles and books, and thank you for having me on with you.

Mark S A Smith: It’s a delight. You know, the key thing that you showed me all those decades ago was that traditional sales methods have been about manipulating and taking and you flip that on its head. Tell me about how you came about to being the go-giver master.

Bob Burg: First, I was very fortunate to be born to parents, wonderful people, who embodied the go-giver philosophy if you will. It’s not a term that we thought or that was used but I noticed that they always, in everything they did, they focused on others. They provided value to others. And I think for a while, especially when I first got into sales I got away from that a little bit but then fortunately came back to it. I remember one incident in particular, some advice I received from what we call a “drive-by mentor.”

This is someone who you may not have known and maybe never heard from again, never saw again but they happened to come along at just the right time to give you a piece of advice that was just game-changing for you. I was working for a company at the time, it was a high-ticket item and I remember coming back to the office and I guess I looked kind of discouraged because it was a non-selling appointment. Not purposely non-selling, but non-selling nonetheless and I think he saw me sort of as a Joe, the main character in “The Go-Giver,” who was a upcoming, ambitious, aggressive, salesperson who had great potential but still hadn’t come close to realizing it.

And he said, “Burg, can I give you some advice?” And I said, “Yes, absolutely.” This is the guy I saw around every so … An older guy, I think he retired soon after that, he wasn’t even in sales. I think he was in the engineering department or something. Nice guy. And I said, “Yes, absolutely.” He said, “If you want to make a lot of money in sales, don’t have making money as your target. Your target is serving others.”

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